Mkt 462 junky trunk boutique prescriptive presentation
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Transcript of Mkt 462 junky trunk boutique prescriptive presentation
Search Demand for “Fashion” has consistently
fluctuated in a slight manner over the last
decade…
Source: Google Trends
While “Boutique” demand has steadily
grown in last decade…
Despite the economic downturn & the expensive products
offered. Source: Google Trends
Since its inception in 2013 Junky Trunk
coasted on the wave of novelty
Until descending into a sharp decline.
Source: Google Trends
With lines that can be out the door during flash-
sales…
Junky has a trendy & successful physical retail
space
and appeal of the actual boutique, causing an
incongruence in the brand and its popularity…
The website lacks the charisma
Junky is lost in the fierce
competition…
Source: Google Trends
GradesPopularity C-
Conversion C
Crawl-ability C+
Relevance C
Perhaps it’s time to restyle Junky’s
Web Strategy from head to toe….
Competitive Analysis
1 physical location
Has frequent sales
Comes up 1st in
search of Gilbert
Boutiques
3rd in Mesa
Boutiques
2 physical locations,
both in Tempe
Carries similar
brands to Junky
Has bland site
Isn’t optimized for
sales
Junky Trunk Divaz Boutique
Competitive Analysis- the 2
heavyweights
Small Boutique
shops
Has locations
throughout the
country
Has Gilbert location
comes up 2nd to
Junky in Gilbert
search
Small Boutique
Shops
Has nationwide
locations
Has East Valley &
Phoenix area
locations
Similar products to
Junky
Apricot Lane Boutique Francesca’s
Off-page Optimization:
Popularity
Company
Website
Total
Backlinks
Total
Linking
Root
Domains
Linking
C-
Blocks
Domain
Authority
Alexa
Global
Rank
Compete
Rank
Junky
Trunk
132 31 6 18 1,903,521 N/A
Low data
Divaz
Boutique
255 26 11 22 3,983,821 N/A
Low data
Francescas 53,075 2,721 338 60 34,750 7,261
Apricot
Lane
95,081 346 70 39 439,610 93,946
Conclusions
1.
2.
3.
Junky has so little search data that
it cannot be accessed on Compete
Of all its competitors, Junky has
least sites linking to them
Junky has higher global rank than
Divaz Boutique
Recommendations
1. 1.
2. 2.
Junky needs to increase its
number of back-links to reach
the relevancy of competition
Use “Gilbert Boutique” as
keyword rather than “East
Valley Boutique”
•Differences in indexed pages between Google and Bing
•Does not have webmaster tool for Google or Bing
Crawl-ability
Sources: Google &Bing
•Duplicated meta descriptions for 97% of
pages
•No blog URLs because blog isn’t operational
Relevance
Conclusions
1.
2.
3.
Failed to index pages through both
and Bing, does not use webmaster tools
Issues with title tag & meta description
Uniqueness
Home page missing keywords and
brand
description
Recommendations
1.
2.
3.
Acquire Google and BingWebmaster tools
Alternate meta descriptions sothere aren’t duplicates
Use more descriptive ALT tagsfor images
S . W . O . T . A n a l y s i s
Strengths The brand is very searchable with a unique name
and comes up high in local boutique searches.
The site has excellent ease of use and navigation
which makes it simple for virtually any customer
to use.
The internal links on the site work well and direct
users in a logical manner to the sales funnel.
Weaknesses Technical performance can be an issue at times,
without proper indexing and webmaster tools.
The site’s relevance in comparison to its
competitors since it duplicates content too often.
The site does not differentiate itself enough through
brand descriptions on important pages and doesn’t
drive traffic to physical location.
The site fails to bolster user trust by neglecting to
offer customer product reviews.
Opportunities Boutiques continue to be a widely sought after
type of retail setting despite increased prices.
Junky offers countless flash sales and this is a
trend women continue to be interested in
searching.
Junky’s mobile capabilities and social media
success allow them to compete with more
established brands in awareness.
Threats Having 1 physical location, while other competitors
are expanding nationwide decreases their ability to
keep brand awareness high nationally and
internationally.
The dependence on geographic search terms may
hinder or detract global online visitors.
Reliance on internal links is an issue since there are
not as many sites back-linking to Junky, while its
competitors have enormous amount of support
across the web.
Prioritized Major
Recommendations
1.
2.
3.
Add descriptive content to home page
using keywords like “Gilbert
Boutique”
Re-write meta description for 95% of
pages to avoid duplication
Increase conversions by building trust
through customer product reviews
JUNKY MAY BE THE BRAND, BUT IT DOESN’T HAVE TO BE YOUR
WEB STRATEGY…
Brooke Franklin Email: [email protected]
Conversion optimization is only a consultation away.